Deloitte, an internationally renowned consulting firm, is recognized in nearly every corner of the world. While they have a global reputation for quality solutions and business advisement, they were in the market for an approach that was a bit more localized.
With an interest in building a local reputation in Utah and Arizona, they reached out to Manley Creative to help. The ask was to help them position their public sector business through the lens of Arizonans and Utahans. The global creative of a bustling city center in Singapore didn’t translate to the local issues that Salt Lake City was facing, and the lush green forests failed to match the Sonoran desert landscape that Arizonans know.
Together, we built out a library of on-brand content that helped localize their articles. From comprehensive case studies to in-depth research, Deloitte has mountains of resources that are valuable to the decision makers in these states. Our job was to create a visual bridge to help them understand how these incredible solutions, implemented already all over the world, could be brought to their great states and solve their problems.
In addition to the creative rehaul, we implemented a hyper-local digital marketing campaign across LinkedIn and Google. With a short list of who we wanted to get in front of, we weren’t looking to get as many impressions as possible – we were looking for the right eyeballs at the right frequency.
We also incorporated an executive visibility program with one of their key leaders in the Arizona and Utah markets to build their impact in the states. Through a connection campaign with key influencers and decision-makers, we produced quality ghost-written content that aligned with the strategic pillars for the campaign. The goal was to build their profile up as a personal sounding board for what Deloitte was doing in those markets and to show an understanding of the key issues the states were facing.
In close collaboration with the Deloitte team, we deployed a micro-campaign with the goal of high frequency visibility. And the results were fascinating.
Within the first 60 days, we saw:
- Over 10x frequency across the campaign
- Over 40% acceptance rate on executive connection requests
- A 35% reach rate across all ads
- 1.35% click through rate average on ads, with top performers reaching over 4%
As this campaign runs, we continue to optimize, as we will swap in content that mirrors timely issues and priorities for the states. For example, Salt Lake City was announced as the 2034 Winter Olympics location right before the 2024 Summer Olympics in Paris, giving us an opportunity to plug in how Deloitte supports cities to gear up their infrastructure and technology to support the games to the Utah market. These ads were among the top performers during the weeks of the Paris Olympics, driving over 4% CTR among our Utah audience.
While Deloitte is a global powerhouse, there’s an equal yet different power to the local focus. With partners like Manley Creative who understand the global and local landscapes, Deloitte is primed to achieve their goals at every scale.
Ad frequency
Reach rate across ads
Avg. click-through rate
